Should You Let a Domain Say Your Brand Sucks?

According to a BakerHostetler Intellectual Property Group executive alert:

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Brand owners need to decide in the next few months whether they want to pay top dollar to prevent [insert your brand].sucks from falling under someone else’s control, according to a BakerHostetler Intellectual Property Group executive alert. Beginning March 31, the newly approved .sucks domain is available for purchase by owners of brands registered with the Trademark Clearinghouse, before it is publicly available. But at a hefty $2,499 per year, the decision to buy is far from a no-brainer.

Vox Populi Registry, Ltd. says its .sucks domain gives consumers a voice. Critics say it is a predatory shakedown scheme. Whatever your view, BakerHostetler advises that you:

  • Identify marks you want to protect
  • Set a realistic budget
  • Obtain specialized legal advice from your trademark practitioner

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